HbbTV Unveils AMG

The HbbTV Association has created an Audience Measurement Group (AMG), the first in a trio of new Application Interest Groups (AIGs) formed following approval of the Association’s revised membership framework at its General Assembly in June 2026.

The move underscores the rising significance of audience measurement in connected television and HbbTV's growing contribution to more accurate, comprehensive and privacy‑aware methodologies across the industry.

AIGs are a new category of HbbTV working group intended to unite members around specific application domains where HbbTV technology is increasingly pivotal. Unlike the core technical groups, AIGs act as collaborative discussion forums, sharing implementation experience, shaping best practice and encouraging market adoption. Where relevant, they can feed recommendations for future enhancements into HbbTV's established specifications process.

Crucially, AIGs are open to all membership categories, including the recently introduced Small Member and Associate Member tiers, widening participation opportunities across the sector.

With viewing now split across broadcast and IP and addressable advertising scaling rapidly, HbbTV's open standards offer a route to better reliability, completeness and granularity in audience metrics, while enabling emerging use cases such as measurement for targeted TV services. The AMG has been set up to advance, support and promote the use of HbbTV‑based measurement throughout the broadcast and advertising value chain.

The group will concentrate on four areas: providing a forum for organisations building or deploying HbbTV‑based measurement to exchange experience; publishing practical guidance and white paper‑style materials for those planning or running services; identifying gaps in current specifications and passing recommendations to HbbTV’s Requirements and Specification Group; and evaluating an open‑source HbbTV Audience Measurement initiative to share reference implementations and software with the wider market.

Vincent Grivet (Chair, HbbTV Association) will act as the initial Chair during the launch phase to set up the group and ensure continuity. A senior executive from a leading international audience measurement organisation has already expressed interest in serving as permanent Chair, with an election anticipated at one of the early meetings.

The first three AMG sessions will take place on 8 September 2026 (09:00–10:00 CEST), 22 September 2026 (09:00–10:00 CEST) and 6 October 2026 (09:00–10:00 CEST).

Early momentum is strong, with several major organisations across audience measurement, addressable advertising and advanced advertising signalling plans to join HbbTV as Associate Members and participate in the AMG.

Members wishing to take part can register via the AMG dashboard on the HbbTV member portal (https://member.hbbtv.org/wg/AMG/dashboard), where the draft Terms of Reference and meeting calendar are available. The AMG launch marks a significant expansion of HbbTV’s collaborative activities beyond specification development, strengthening the ecosystem around one of TV’s fastest‑evolving application areas.

Organisations not yet part of HbbTV but interested in the AMG are encouraged to contact the Association about membership (https://www.hbbtv.org/membership/). The new Associate Member and Small Member tiers lower the barrier for audience measurement companies, ad‑tech providers, broadcasters, research bodies and smaller technology firms to engage with AIGs and help shape the next generation of HbbTV‑enabled services.

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